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Super Bowl 2018 as seen by Señora Rushmore

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Señora Rushmore's yearly debrief of the Super Bowl. What worked, what didn't and a few random things about brands and culture.

Publié dans : Marketing
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Super Bowl 2018 as seen by Señora Rushmore

  1. 1. 🏈
  2. 2. @elbalcondelaSra
  3. 3. KEY FIGURES Total audience 118MM 2017: 111MM 2.02 MM SUPER BOWL MOST WATCHED ON STREAMING EVER 500K VIEWS PER HOUR ON YOUTUBE OF JUSTIN TIMBERLAKE TRACKS DURING SUPER BOWL SUNDAY 17 PEOPLE PER SCREEN ON AVERAGE
  4. 4. THE SUPER BOWL ADS – KEY FIGURES Ads represented 22% OF TOTAL AIRTIME That is 49 min and 35 seconds BIGGEST ADVERTISERS IN SUPER BOWL LIII Anheuser-Busch InBev (4 min) (Michelob Ultra, Budweiser, Bud Light and Stella Artois) Fiat Chrysler Automotive (4 min) Toyota (3 min) Amazon (2:30 min) 62 ADS (45 brands from 37 groups) $5.2MM FOR A 30s TVC (COST PER SECOND: $173,000) VIEWS OF SUPER BOWL ADS ON YOUTUBE UP +16%
  5. 5. THE MOST INSIGHTFUL MOMENT ON GAME DAY Ryan McKenna, or a walking and talking GenZ https://www.youtube.com/watch?v=9JI2beR-a4k
  6. 6. El momento más revelador de la noche #SELFIEKID
  7. 7. El momento más revelador de la noche #SELFIEKID
  8. 8. El momento más revelador de la noche RYAN CHECKS HIS PHONE WHILE JUSTIN SINGS
  9. 9. WAIT, IS HE GOOGLING HIM? (ON YOUTUBE THE FIRST JUSTIN IS BIEBER, NOT TIMBERLAKE)
  10. 10. THE MOST INSIGHTFUL MOMENT ON GAME DAY ANDY WARHOL SAID “IN THE FUTURE EVERYONE WILL BE WORLD-FAMOUS FOR 15 MINUTES”
  11. 11. THE SUPER BOWL IS ABOUT INFILTRATING YOUR BRAND INTO POPULAR CULTURE.
  12. 12. THE AMAZON CASE
  13. 13. SIX DAYS BEFORE https://www.youtube.com/watch?v=YLPNjaAOrBw
  14. 14. FIVE DAYS BEFORE AMAZON HANDPICKED TALENT APPEALING TO ALL TARGET GROUPS: GORDON RAMSEY, CARDI B, REBEL WILSON, SIR ANTHONY HOPKINS AND OF COURSE JEFF BEZOS
  15. 15. https://www.youtube.com/watch?v=J6-8DQALGt4 A HIGHLY LIKEABLE TVC NOT TAKING THEMSELVES TOO SERIOUSLY
  16. 16. SIX DAYS LATER…
  17. 17. MOST VIEWED SUPER BOWL AD ON YOUTUBE ALSO… MOST LIKED AD ACCORDING TO USA TODAY AD METER A “GORDON RAMSAY SKILL” AS FEATURED IN THE AD
  18. 18. “WITH A LITTLE HELP FROM MY FRIENDS”: BRANDS UNITED ARE MORE POWERFUL
  19. 19. FIVE DAYS BEFORE https://www.youtube.com/watch?v=qUqKlnUrdQc
  20. 20. https://www.youtube.com/watch?v=QNzzJzdgUto POP CULTURE GALORE: A-LIST TALENT, MUSIC AND A POPULAR ONLINE VIDEO FORMAT (LIP SYNC BATTLES)
  21. 21. https://www.youtube.com/watch?v=6gGXnE1Dbh0 TIDE GOT AMERICA TO TRY AND GUESS WHETHER SUPER BOWL ADS WERE REAL OR SPOOFS
  22. 22. https://www.youtube.com/watch?v=kulyPinO49I
  23. 23. https://www.youtube.com/watch?v=qkcZbhTAznQ
  24. 24. https://www.youtube.com/watch?v=L4NbT_XQ_eE
  25. 25. https://www.youtube.com/watch?v=oMOljrWUUXc HAPPY COINCIDENCE: JEEP WRANGLER FEATURED IN THE ORIGINAL JURASSIC PARK!
  26. 26. https://www.youtube.com/watch?v=01AEuxSlIMg BLACK PANTHER: DID MARVEL JUST STOP DRIVING AUDI?
  27. 27. NO SNICKERS THIS YEAR BUT A NICE EFFORT BY SISTER BRAND M&Ms https://www.youtube.com/watch?v=qfZcxeqa1g4
  28. 28. THE BRANDS WHO TECHNICALLY WERE THERE, BUT REALLY WEREN’T
  29. 29. PERSIL CHOSE CONSISTENCY (SAME BRAND CHARACTER AS IN 2017)… WHILE TIDE CHOSE TO BE DIFFERENT https://www.youtube.com/watch?v=W-w8o-7Tr48
  30. 30. PEPSI CHOSE NOT TO SCREW UP (AKA THE KENDALL JENNER EFFECT)… https://www.youtube.com/watch?v=0gHYd67OumQ
  31. 31. … BUT THE BIGGEST RISK YOU CAN TAKE ON A SUPER BOWL AD IS PLAYING SAFE FLAT LINE
  32. 32. DODGE RAM IGNORED THE #TAKEAKNEE MOVEMENT https://www.youtube.com/watch?v=SlbY1tGARUA
  33. 33. SPOOF BUT THE INTERNET FOUND A MLK RANT AGAINST ADVERTISING… IN THE EXACT SAME SERMON https://www.youtube.com/watch?v=l_v1h6Zoi-Q
  34. 34. THIS WAS SUPPOSED TO BE A NICE IDEA https://www.youtube.com/watch?v=CxGUmtRLm5g
  35. 35. THE INTERNET THOUGHT OTHERWISE
  36. 36. THIS IS THE SAME IDEA*, ONLY A BIT BETTER (VIEWERS KNOW WHAT THEY CAN DO TO HELP) *BUD AND STELLA BELONG TO THE SAME PARENT COMPANY https://www.youtube.com/watch?v=Pc-NUcH8VOQ
  37. 37. THE BRANDS THAT TECHNICALLY WERE NOT THERE, BUT SOMEHOW FOUND A WAY INTO IT
  38. 38. SKITTLES CLEVER HACK OF THE SUPER BOWL: THEY KNOW THEIR TARGET AUDIENCE ARE SECOND SCREENERS https://www.youtube.com/watch?v=nNDtSaJsSrk
  39. 39. ON GAME DAY THEY DID A FACEBOOK LIVE SHOWING MARCOS’ REACTIONS TO THEIR AD
  40. 40. https://www.youtube.com/watch?v=wX72RPr9bzo THEN WRAPPED THE WHOLE OPERATION… WITHOUT EVER SHOWING THE ACTUAL AD
  41. 41. NIKE: ONE TIMELY INSTAGRAM POST BY JUSTIN TIMBERLAKE JUST BEFORE HALF TIME SHOW #JOBDONE
  42. 42. SOME #RANDOM STUFF WORTH CHECKING OUT
  43. 43. E*TRADE: THE ART OF TALKING ABOUT SERIOUS MATTERS IN A SUPER BOWL FRIENDLY TONE https://www.youtube.com/watch?v=H2zkZgZYEng
  44. 44. A NICE GLOBAL CAMPAIGN, BUT TONALLY OFF FOR A SUPER BOWL AD (SUPER BOWL IS A PARTY, BE FUN) https://www.youtube.com/watch?v=sefscV3GvWM
  45. 45. https://www.youtube.com/watch?v=CYiqk6J2uuo JEEP GOT IT JUST RIGHT TONE-WISE
  46. 46. WHY THIS BECAME VIRAL: TRY GOOGLING SCIENTOLOGY AND SEE https://www.youtube.com/watch?v=Qrl3bU1-vvE
  47. 47. https://www.youtube.com/watch?v=KUoD-gPDahw THE RIGHT MIX: INCLUSIVE, DIVERSE, GOOD TRACK AND JUST FUN TO WATCH
  48. 48. IN SUMMARY Brands should aim to blend into culture (eventually becoming culture) but never try to force their way in. TV guarantees reach but campaigns combining TV + online video have ROI +27% higher.
  49. 49. Context matters on TV too The Super Bowl is a party (17 people per screen on average) so brands need fun ads that play off the social bonding moment, not tear jerkers IN SUMMARY
  50. 50. ¿Could the Super Bowl become a Global Bowl? In theory yes: the NFL should advance the game 24h to Saturday afternoon in order to get Europe, Middle East and maybe even Asia OPEN QUESTION
  51. 51. NOW WHAT? Talk to your planners if you want to make your brand part of culture 😉
  52. 52. THANK YOU.

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